A brand experiencing virality in 2018 is how author Roald Dahl’s Charlie Bucket must’ve felt when he unwrapped a chocolate bar only to discover its packaging was lined with gold paper, granting him entry into Willy Wonka’s chocolate factory.

Virality is unpredictable and unexpected, and yet the payoff can be huge. With Facebook’s ever-growing reach — in December 2017 the social platform tracked 2.1 billion active users — the opportunity to have your product wind up in front of the eyeballs of an enormous audience is very real.

Lush, the beauty brand that boasts nearly all handmade products, is the latest company to experience The Facebook Effect.

On April 7, a Facebook user from Poole, England, Sarah Rudd, updated her status with a handful of adorable photos of her baby boy who has been battling eczema since birth. The first photos show her son’s sweet face all scratched from the constant itching rash, and then two other photos show his skin condition completely clearing up over a seven day period.

The product that finally made his eczema disappear? Lush’s Dream Cream, a super soothing lotion that leans on ingredients like lavender, oat milk and chamomile as well as olive oil and cocoa butter, which help target dry and chapped skin. The miracle cream… err, Dream Cream, retails for $29.95 and you can currently buy it online, despite the overnight fame.

The mom went on to explain that she’d tried a handful of other products before using Lush, including ones by Dermol, Nizarol, Aveeno and Oilatum, but nothing worked. For four months, her son was awake through the night because of the itching.

Rudd’s initial post praising the cream has since been shared over 42,000 times and commented on 31,000 times. According to Refinery29, the surge in social media skyrocketed the cream’s sales by nearly 200%, and it sold-out both in stores and online (though the product has since been replenished).

We’re living in an age where a product review has the power to make or break a brand’s reputation (doesn’t it make you want to order a tub for yourself!?). Let’s be honest, Lush couldn’t have paid for a better advertisement than this honest Facebook post.